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March 2017
10 TRENDS
HOW TO
COMMUNICATE WITH THE
DIGITAL GENERATION
BETTER, FASTER, AND MORE HUMAN
As marketers, we know that communication goes well beyond simply inform-
ing, it’s about connecting – bridging gaps in time, language, and generational
values that separate us. Today, technology continues to make communication
faster, cheaper, and easier. We share intimate moments with large groups
simultaneously; we can tweet and text every spontaneous thought. But now
we see the pendulum swinging in the other direction: the human side
of communication is re-emerging. Digital Natives are moving back towards
a more personalized, media-rich, and empathy-friendly world of tech-enabled
communication and connection.
With shifting generational attitudes and a flood of new technologies, brands
are faced with reshaping communication strategies and placing bets on new
platforms. With an eye on emergent trends, brands can do more than just
adapt to these new values, behaviors and technologies, they can transcend
them, finding powerful opportunity along the way.
In the following pages, we’ve recapped some of the shifts we’ve seen around
the ways technology is impacting communication with Digital Natives.
01 / Ten Trends: How To Communicate With The Digital Generation
10TRENDS
COMMUNICATE WITH THE
DIGITAL GENERATION
01
02
03
04
05
06
07
08
09
10
SYNTHESIZED SHOPPING
BEYOND THE ALGORITHM BUBBLE
HYPER-TARGETED SOCIAL MEDIA
LIVE CHILLIN’
PERSONABLE AI
QUICK WIT
CONNECTED CARS
CURATED NARRATIVES
LOCAL LEXICONS
ACTIONABLE EMPATHY
02 / Ten Trends: How To Communicate With The Digital Generation
HOW TO
SYNTHESIZED SHOPPING
Most brands work hard to stay present in their customers’ lives - the more
places consumers can experience the product and the entire brand experi-
ence, the better.
Enter: shopping through virtual and augmented reality, essentially tech-en-
abled retail tourism. As gaming pushes augmented reality to the mainstream,
brands will be asking consumers to take the next (virtual) step and engage
with products from the comfort of their own homes. It’s an opportunity to
transform trial, convenience, and the retail experience as a whole.
CHALLENGE
IKEA
IKEA had their customer in mind when creating their first augmented reality mobile app,
enabling users to physically place furniture from the IKEA catalogue in their own homes to
“try on” color, scale and aesthetic.
01.
Identify which of your products consumers might want to “try on”
before buying.
03 / Ten Trends: How To Communicate With The Digital Generation
Unfiltered.news
In an effort to mitigate the effects of the social media filter bubble, Unfiltered.news took on
the challenge of presenting global news in an algorithm-less, unbiased environment. The
website includes multiple headlines from around the world with crisp data visualization.BEYOND THE
ALGORITHM BUBBLE
In a world where algorithms abound, consumers are looking to break out of
the ‘filter bubble,’ seeking ideas and influences outside of their technological-
ly-constructed comfort zones. They are looking for greater insight, new ideas
and fresh perspectives.
Brands can help burst the bubble by giving consumers a wider range of choic-
es or ways to opt into a longer tail of content or products. Online marketers
can give consumers even more control over the algorithms that surface
options.
02.
I think it could change my life and the world for the better if people
with conflicting opinions talked more. It would replace complacency
with conflict – but I think that’s a good thing.”
Lauren F.
04 / Ten Trends: How To Communicate With The Digital Generation Image Source: Unfiltered.news
Untappd
Catering to beer enthusiasts around the world, this app lets users discover the most
popular breweries and events in the area, rate and recommend beers, and connect
with other beer lovers along the way.
HYPER-TARGETED
SOCIAL MEDIA
For consumers and brands who are looking to break from overcrowded plat-
forms like Facebook, a range of smaller networks have emerged to serve pro-
fessional and personal needs ranging from craft beer fandom to budget travel
blogging.
These niche networks provide a way to connect with a smaller set of consum-
ers around a deeper set of values and needs, and use this direct contact to
build substantial and long-lasting relationships.
03.
CHALLENGE
Fame no longer equals influence. Dig to find the true influencers and
leverage the niche networks that can kickstart your brand.
05 / Ten Trends: How to Communicate With The Digital Generation
Vertigo
This smartphone app gives listening to music a social twist, letting users share their
playlists with friends in real time and allowing them to add in audio commentary,
share live photos and videos, and chat with other users around the globe.
LIVE CHILLIN’
It’s safe to say that spending time with friends remains an integral part of the
average teenage experience – but Gen Z teens are taking the term “hanging
out” to another level. Today’s teens are often opting out of in-person meetings
and IM in favor of video-enabled, real-time socializing through their beloved
devices.
Dubbed ‘the future of friendship,’ they are using a range of apps like
Houseparty, Fam, and Kik to simulate the feeling of togetherness at all times –
no matter where they physically sit. Brands interested in catering to Gen Z take
note: real-time, immediate and visual is the emerging expectation.
04.
Video platforms have changed my life for the better, especially after
high school and college, helping me to stay in contact with friends
as far away as Berlin and Tokyo.”
Toko N.
06 / Ten Trends: How To Communicate With The Digital Generation
PERSONABLE AI
Need help finding the perfect jacket, recipe, or podcast? Artificial intelli-
gence can help. What was once the stuff of Sci-Fi will soon be common-
place, as brands increasingly communicate with consumers directly through
helpful bots and customer-service automation.
But machines aren’t for everyone – and brands are starting to recognize this,
infusing AI agents with personality and ensuring that a human element is
maintained throughout every interaction. Real consumer trust demands both
the responsiveness of AI and a human touch. Brand personality is now ex-
tending into AI persona.
SEPHORA
One of the first beauty brands to incorporate AI into their customer service systems,
Sephora’s chat bot not only answers product questions and schedules appointments,
but allows customers to virtually test makeup, just as they would in the store.
05.
CHALLENGE
Do the legwork to understand which interactions truly demand human touch
and spend capital there, moving other interactions to AI.
07 / Ten Trends: How To Communicate With The Digital Generation
Denny’s
On Twitter, Denny’s is king. Using well-timed humor and consistent brand-forward
messaging, Denny’s now boasts one of the most engaged brand communities on
the platform.
QUICK WIT
From Seinfeld to Geico, humor has always been associated with a deeper
truth about the world we live in, creating common ground to connect people
and brands. Today, humor has become an important tool for standing out from
the digital noise. Twitter and other real-time social networks are raising the bar
for quick-witted brands. Digital Natives want their humor to be immediate, rel-
evant and sharp. Will the next generation of social media managers be stand
up comedians?
06.
Humor is such a part of how we communicate that it makes sense for
brands to leverage that technique – it allows brands to present more
of a personality than ever before.”
Mark M.
08 / Ten Trends: How To Communicate With The Digital Generation
CONNECTED CARS
From automatic Wi-Fi in cars to next-gen integrated entertainment systems,
consumers have come to expect that the Internet of Automobiles comes with
any new base model.
But the Internet of Things isn’t just for appliances. Connected cars serve a
range of communication needs, from apps that analyze driving for fuel efficien-
cy to software that alerts you to nearby parking. In this new design paradigm,
brands will have ample opportunity to communicate with drivers and add
indispensable services for commuters.
MirrorLink
What started out as a research project turned into MirrorLink – a device that integrates
smartphones with a vehicle’s operational system, giving users access to all smartphone
services and apps while on the move.
07.
CHALLENGE
Translate your advertising strategy into a dashboard-friendly set of experiences.
09 / Ten Trends: How To Communicate With The Digital Generation
Image Source: MirrorLink.com
The Saguaro Palm Springs
Hotels aren’t known for being the most social media-savvy brands – until now. This bou-
tique outfit weaves a bright, colorful, and highly-recognizable aesthetic throughout its
social media posts, sourcing photography from Instagram users and eusuring that every
image speaks to the brand’s personality.
We’re already obsessed with documenting the everyday, from the coffee
drink we gorged on last week, to insta-ready moments from world travel, and
live streaming. But it’s gotten to be a bit much. Under the heading of “less is
more,” social media is helping users curate their stories by capturing the best
moments and creating an aesthetic that ties them together.
Using image-forward platforms such as Instagram and Pinterest, companies
have also begun to create purposeful aesthetics to invoke the feel of the brand
through imagery – and consumers are loving it.
08.
I love following Instagrammers that are good storytellers. They’re
curating their story and sharing it in a meaningful way that can also
add meaning to my own life where we overlap.”
Leah M.
10 / Ten Trends: How To Communicate With The Digital Generation
THE PERFECT PICTURE
LOCAL LEXICONS
One of the oldest and most fundamental barriers to global community-build-
ing is finally coming down, with new technologies providing ways to cross
the language divide.
From Google Translate’s interpretations at the click of a button to Duolingo’s
gamified approach to language learning, inventive new services are con-
necting people from disparate cultures around the world through a common
tongue.
Pilot
This “smart” earpiece offers real-time language translation – when someone speaks in one
language, the user will hear their words translated into the language of their choosing.
While the product has yet to be released to mass market, it will certainly open doors for
global communications technologies of the future.
09.
When I’ve been traveling in countries whose language is totally un-
known to me, this type of technology would have made a lot of small
transactions easier and smoother – and would probably open up new
interactions to me as well.”
Margaret S.
11 / Ten Trends: How To Communicate With The Digital Generation Image Source: Digitaltrends.com
Conflict Kitchen
This food stall located in Pittsburgh takes brand-initiated social action to the next level,
only serving foods from countries the United States is currently in conflict with. But their
commitment to actionable empathy goes beyond the kitchen, offering events and discus-
sion groups to engage consumers in the larger conversation.
ACTIONABLE EMPATHY
In today’s world, it pays for brands to be hyperaware of trending social issues.
Where engaging in political and social issues was once considered risky busi-
ness, consumers now expect social action from beloved brands. Shoppers are
calling on brands to use their influence - and wallets - to make political waves,
even when the company isn’t directly affected by the issue at hand.
When communicated correctly, this kind of commitment to social action allows
brands to open a dialougue about certain issues with consumers, forging an
empathetic link between brand and shopper. The trick is to not only take ac-
tion, but to find the right way to talk about it.
10.
CHALLENGE
Find a trending social cause that’s aligned with your brand’s expertise and mis-
sion – and don’t just give money away, but instead lead the charge.
12 / Ten Trends: How To Communicate With The Digital Generation
Image Source: Conflictkitchen.com
Give us a ring or drop us a note.
+1.310.479.4040 | contact@keltonglobal.com
About Kelton
Kelton Global is an insights and strategy consultancy with deep
experience in research. We blend a broad range of approaches to
generate smart, actionable solutions that help brands move confidently
into the future.
Kelton Cultural Insights uses Semiotics and Trend Monitoring to iden-
tify subtle themes and cultural shifts early. We see them come to life
in social media through Digital Analytics and get a rich consumer per-
spective through Qualitative and Quantitative research. These trends
bring foresight to our strategy work and inform branding work to give it
longevity and inspire innovation.
March 2017

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10 trends how-to-communicate-with-the-digital-generation

  • 1. March 2017 10 TRENDS HOW TO COMMUNICATE WITH THE DIGITAL GENERATION
  • 2. BETTER, FASTER, AND MORE HUMAN As marketers, we know that communication goes well beyond simply inform- ing, it’s about connecting – bridging gaps in time, language, and generational values that separate us. Today, technology continues to make communication faster, cheaper, and easier. We share intimate moments with large groups simultaneously; we can tweet and text every spontaneous thought. But now we see the pendulum swinging in the other direction: the human side of communication is re-emerging. Digital Natives are moving back towards a more personalized, media-rich, and empathy-friendly world of tech-enabled communication and connection. With shifting generational attitudes and a flood of new technologies, brands are faced with reshaping communication strategies and placing bets on new platforms. With an eye on emergent trends, brands can do more than just adapt to these new values, behaviors and technologies, they can transcend them, finding powerful opportunity along the way. In the following pages, we’ve recapped some of the shifts we’ve seen around the ways technology is impacting communication with Digital Natives. 01 / Ten Trends: How To Communicate With The Digital Generation
  • 3. 10TRENDS COMMUNICATE WITH THE DIGITAL GENERATION 01 02 03 04 05 06 07 08 09 10 SYNTHESIZED SHOPPING BEYOND THE ALGORITHM BUBBLE HYPER-TARGETED SOCIAL MEDIA LIVE CHILLIN’ PERSONABLE AI QUICK WIT CONNECTED CARS CURATED NARRATIVES LOCAL LEXICONS ACTIONABLE EMPATHY 02 / Ten Trends: How To Communicate With The Digital Generation HOW TO
  • 4. SYNTHESIZED SHOPPING Most brands work hard to stay present in their customers’ lives - the more places consumers can experience the product and the entire brand experi- ence, the better. Enter: shopping through virtual and augmented reality, essentially tech-en- abled retail tourism. As gaming pushes augmented reality to the mainstream, brands will be asking consumers to take the next (virtual) step and engage with products from the comfort of their own homes. It’s an opportunity to transform trial, convenience, and the retail experience as a whole. CHALLENGE IKEA IKEA had their customer in mind when creating their first augmented reality mobile app, enabling users to physically place furniture from the IKEA catalogue in their own homes to “try on” color, scale and aesthetic. 01. Identify which of your products consumers might want to “try on” before buying. 03 / Ten Trends: How To Communicate With The Digital Generation
  • 5. Unfiltered.news In an effort to mitigate the effects of the social media filter bubble, Unfiltered.news took on the challenge of presenting global news in an algorithm-less, unbiased environment. The website includes multiple headlines from around the world with crisp data visualization.BEYOND THE ALGORITHM BUBBLE In a world where algorithms abound, consumers are looking to break out of the ‘filter bubble,’ seeking ideas and influences outside of their technological- ly-constructed comfort zones. They are looking for greater insight, new ideas and fresh perspectives. Brands can help burst the bubble by giving consumers a wider range of choic- es or ways to opt into a longer tail of content or products. Online marketers can give consumers even more control over the algorithms that surface options. 02. I think it could change my life and the world for the better if people with conflicting opinions talked more. It would replace complacency with conflict – but I think that’s a good thing.” Lauren F. 04 / Ten Trends: How To Communicate With The Digital Generation Image Source: Unfiltered.news
  • 6. Untappd Catering to beer enthusiasts around the world, this app lets users discover the most popular breweries and events in the area, rate and recommend beers, and connect with other beer lovers along the way. HYPER-TARGETED SOCIAL MEDIA For consumers and brands who are looking to break from overcrowded plat- forms like Facebook, a range of smaller networks have emerged to serve pro- fessional and personal needs ranging from craft beer fandom to budget travel blogging. These niche networks provide a way to connect with a smaller set of consum- ers around a deeper set of values and needs, and use this direct contact to build substantial and long-lasting relationships. 03. CHALLENGE Fame no longer equals influence. Dig to find the true influencers and leverage the niche networks that can kickstart your brand. 05 / Ten Trends: How to Communicate With The Digital Generation
  • 7. Vertigo This smartphone app gives listening to music a social twist, letting users share their playlists with friends in real time and allowing them to add in audio commentary, share live photos and videos, and chat with other users around the globe. LIVE CHILLIN’ It’s safe to say that spending time with friends remains an integral part of the average teenage experience – but Gen Z teens are taking the term “hanging out” to another level. Today’s teens are often opting out of in-person meetings and IM in favor of video-enabled, real-time socializing through their beloved devices. Dubbed ‘the future of friendship,’ they are using a range of apps like Houseparty, Fam, and Kik to simulate the feeling of togetherness at all times – no matter where they physically sit. Brands interested in catering to Gen Z take note: real-time, immediate and visual is the emerging expectation. 04. Video platforms have changed my life for the better, especially after high school and college, helping me to stay in contact with friends as far away as Berlin and Tokyo.” Toko N. 06 / Ten Trends: How To Communicate With The Digital Generation
  • 8. PERSONABLE AI Need help finding the perfect jacket, recipe, or podcast? Artificial intelli- gence can help. What was once the stuff of Sci-Fi will soon be common- place, as brands increasingly communicate with consumers directly through helpful bots and customer-service automation. But machines aren’t for everyone – and brands are starting to recognize this, infusing AI agents with personality and ensuring that a human element is maintained throughout every interaction. Real consumer trust demands both the responsiveness of AI and a human touch. Brand personality is now ex- tending into AI persona. SEPHORA One of the first beauty brands to incorporate AI into their customer service systems, Sephora’s chat bot not only answers product questions and schedules appointments, but allows customers to virtually test makeup, just as they would in the store. 05. CHALLENGE Do the legwork to understand which interactions truly demand human touch and spend capital there, moving other interactions to AI. 07 / Ten Trends: How To Communicate With The Digital Generation
  • 9. Denny’s On Twitter, Denny’s is king. Using well-timed humor and consistent brand-forward messaging, Denny’s now boasts one of the most engaged brand communities on the platform. QUICK WIT From Seinfeld to Geico, humor has always been associated with a deeper truth about the world we live in, creating common ground to connect people and brands. Today, humor has become an important tool for standing out from the digital noise. Twitter and other real-time social networks are raising the bar for quick-witted brands. Digital Natives want their humor to be immediate, rel- evant and sharp. Will the next generation of social media managers be stand up comedians? 06. Humor is such a part of how we communicate that it makes sense for brands to leverage that technique – it allows brands to present more of a personality than ever before.” Mark M. 08 / Ten Trends: How To Communicate With The Digital Generation
  • 10. CONNECTED CARS From automatic Wi-Fi in cars to next-gen integrated entertainment systems, consumers have come to expect that the Internet of Automobiles comes with any new base model. But the Internet of Things isn’t just for appliances. Connected cars serve a range of communication needs, from apps that analyze driving for fuel efficien- cy to software that alerts you to nearby parking. In this new design paradigm, brands will have ample opportunity to communicate with drivers and add indispensable services for commuters. MirrorLink What started out as a research project turned into MirrorLink – a device that integrates smartphones with a vehicle’s operational system, giving users access to all smartphone services and apps while on the move. 07. CHALLENGE Translate your advertising strategy into a dashboard-friendly set of experiences. 09 / Ten Trends: How To Communicate With The Digital Generation Image Source: MirrorLink.com
  • 11. The Saguaro Palm Springs Hotels aren’t known for being the most social media-savvy brands – until now. This bou- tique outfit weaves a bright, colorful, and highly-recognizable aesthetic throughout its social media posts, sourcing photography from Instagram users and eusuring that every image speaks to the brand’s personality. We’re already obsessed with documenting the everyday, from the coffee drink we gorged on last week, to insta-ready moments from world travel, and live streaming. But it’s gotten to be a bit much. Under the heading of “less is more,” social media is helping users curate their stories by capturing the best moments and creating an aesthetic that ties them together. Using image-forward platforms such as Instagram and Pinterest, companies have also begun to create purposeful aesthetics to invoke the feel of the brand through imagery – and consumers are loving it. 08. I love following Instagrammers that are good storytellers. They’re curating their story and sharing it in a meaningful way that can also add meaning to my own life where we overlap.” Leah M. 10 / Ten Trends: How To Communicate With The Digital Generation THE PERFECT PICTURE
  • 12. LOCAL LEXICONS One of the oldest and most fundamental barriers to global community-build- ing is finally coming down, with new technologies providing ways to cross the language divide. From Google Translate’s interpretations at the click of a button to Duolingo’s gamified approach to language learning, inventive new services are con- necting people from disparate cultures around the world through a common tongue. Pilot This “smart” earpiece offers real-time language translation – when someone speaks in one language, the user will hear their words translated into the language of their choosing. While the product has yet to be released to mass market, it will certainly open doors for global communications technologies of the future. 09. When I’ve been traveling in countries whose language is totally un- known to me, this type of technology would have made a lot of small transactions easier and smoother – and would probably open up new interactions to me as well.” Margaret S. 11 / Ten Trends: How To Communicate With The Digital Generation Image Source: Digitaltrends.com
  • 13. Conflict Kitchen This food stall located in Pittsburgh takes brand-initiated social action to the next level, only serving foods from countries the United States is currently in conflict with. But their commitment to actionable empathy goes beyond the kitchen, offering events and discus- sion groups to engage consumers in the larger conversation. ACTIONABLE EMPATHY In today’s world, it pays for brands to be hyperaware of trending social issues. Where engaging in political and social issues was once considered risky busi- ness, consumers now expect social action from beloved brands. Shoppers are calling on brands to use their influence - and wallets - to make political waves, even when the company isn’t directly affected by the issue at hand. When communicated correctly, this kind of commitment to social action allows brands to open a dialougue about certain issues with consumers, forging an empathetic link between brand and shopper. The trick is to not only take ac- tion, but to find the right way to talk about it. 10. CHALLENGE Find a trending social cause that’s aligned with your brand’s expertise and mis- sion – and don’t just give money away, but instead lead the charge. 12 / Ten Trends: How To Communicate With The Digital Generation Image Source: Conflictkitchen.com
  • 14. Give us a ring or drop us a note. +1.310.479.4040 | contact@keltonglobal.com About Kelton Kelton Global is an insights and strategy consultancy with deep experience in research. We blend a broad range of approaches to generate smart, actionable solutions that help brands move confidently into the future. Kelton Cultural Insights uses Semiotics and Trend Monitoring to iden- tify subtle themes and cultural shifts early. We see them come to life in social media through Digital Analytics and get a rich consumer per- spective through Qualitative and Quantitative research. These trends bring foresight to our strategy work and inform branding work to give it longevity and inspire innovation. March 2017